I can imagine that being a reaction to the negativity and backlash from a substantial (or very active) part of the audience, to anything built with AI. I don't imagine that shame for using AI for something, or fear of disclosing it, is self-imposed.

Ideally, how you create something and what tools you use should be nobody's business, and all it matters would be if they like it or not. But inherent value / merit is a thing, and concern for the provenance of what you buy is also a valid position for the public to take. It's gonna be a while before the balance settles on either AI = bad or AI = who cares.